The rising popularity of Telegram shops
Telegram is arguably the most used messaging platform among Gen Zs. Over the recent years, a surge in users has brought a natural increase in Telegram channels. These channels are used in a multitude of ways—from a convenient medium for brands and news outlets to broadcast to their audience, to a private space for individuals to share their thoughts and daily updates with a selected circle of friends.
Even more recently, these channels have taken on the form of what has been coined a “Telegram shop”. With these shops, the messaging platform has cemented its place as an unexpected yet thriving marketplace for Gen Zs to shop for various goods in their pastimes.
Telegram shopping offers ease and convenience
As a consumer myself, I have observed that the majority of Gen Zs prefer shopping on Telegram over other e-commerce platforms. One reason lies in its ease of use. To purchase an item, you simply comment or send the seller a direct message. You also receive real-time updates from the channels you subscribe to when sellers send out messages.
An avid shopper on Telegram, Lo Sze Ning Ashley, 24, comments: “Other platforms make the purchasing process a bit more complicated. For example, Carousell has the ‘Buy’ option, so sellers are not as active in answering queries in the chats.”
Moreover, compared to platforms like eBay and Carousell, those who already use Telegram as a messaging app need not go through the hassle of creating an account for the sole purpose of shopping. Gen Z sellers are also likely to respond to messages quickly as they use it as a daily mode of communication.
Another frequent shopper on Telegram, Kalynskye Adrian, 24, states, “I text on the app so it’s easy to view the channels. It is also easy to navigate and incorporates aspects such as bidding and mailing.”
Apart from customers, many sellers are also drawn to Telegram for its convenience. You can upload a product almost instantly after snapping a few shots. Measurements and descriptions are optional, while other e-commerce platforms require sellers to fill in a compulsory list of information on the product, which is often time-consuming.
Sellers also have to fret over their reviews. As customers tend to flock to shops with better ratings, others are less likely to receive attention and sales. In contrast, selling on Telegram is straightforward and fuss-free, making it an appealing option for shop owners.
The Telegram marketplace is generally curated
Telegram shops are often operated by those with a passion for a particular niche. Ashley echoes this sentiment: “The shops there are more tailored to the users as each seller has a certain type of style they cater to.”
For instance, some channels focus on selling Japanese fashion, digital cameras, or rare Pokémon cards. Other shops offer handmade crotchet or beaded products. They sometimes even provide customisation options, a feature that is harder to come by when shopping on other platforms.
In the past year, keychains adorned with trinkets from Sonny Angel, Smiskis, and the like have become increasingly popular, with many of these shops flourishing on Telegram. Cheryl Tay, 18, the owner of the channel madeby.ryl, sells beaded trinkets and accessories. She has garnered an impressive 1,400 subscribers in less than a year.
Some of her works include character-themed keychains like Sylvanian Families and Mofusand. Cheryl shares, “I decided to sell them because they are trending amongst young adults like me. This also gave me the opportunity to express my creativity while earning a side income.”
Telegram shops help to foster a sense of community
Telegram channels are community-driven, with interactive features such as polls and replies. Some sellers even treat their subscribers like friends, holding discussions or conversing with them in the comments. This builds a safe space where customers feel connected to the seller and fellow subscribers with the same interests.
A Pokémon enthusiast, Rey Lim Jing Rui, 22, observes: “Since you can create sub-groups on Telegram, they act as a forum where people can ask for insights on trading cards or talk about other topics. The transactions feel a bit more genuine as everyone selling is part of the community.”
Customers are sometimes seen reacting with emojis or gushing in the comments when new items are dropped. These positive affirmations make selling on Telegram much more fulfilling than doing so on other platforms.
The owner of the channel, oddparadise, Aileen Tan, 26, has been selling curated thrifted and vintage clothing on the platform since 2024. She remarks, “I really like the experience of being able to interact with people with the same love for thrifting. It makes it easier to build a community of like-minded people.”
Aileen adds that “Telegram’s advanced features make it easy to engage with followers in a way that feels like I’m chatting with friends. These tools allow me to personalise my services and get their opinions. Other platforms feel much more transactional, as buyers are simply looking to complete a purchase and have little opportunity to build a relationship.”
Telegram doesn’t take a cut of the profits
Your profits are entirely your own when you sell on Telegram. The same cannot be said for other e-commerce platforms that run on the services they charge you. For items that belong to most categories, eBay takes a 13.6% cut of every sale. Sellers on Carousell may also need to pay for boosts to increase the visibility of their listings.
As the owner of the Telegram shop, SHOOS SELLS, I find myself preferring to sell on the messaging app when considering this. Since I earn 100% of my profits, I avoid passing down any financial burdens to buyers in the form of increased prices. I also get to bump old uploads in my channel for free with a simple message.
Aileen shares my view. She believes that “One major advantage of using Telegram is the low operating cost and high profit margin since it doesn’t take a commission on sales.”
A sense of exclusivity and demand
Most Telegram shops operate on a “first come, first served” basis with limited drops, creating a sense of urgency among shoppers when new items are uploaded. Subscribers are also alerted with a notification that prompts them to visit the channel ASAP.
Cheryl declares, “I prefer Telegram because I can announce a specific date and time to launch my items. My customers are then able to wait for the drop and claim what they want before others.”
There is an undeniable thrill that thrums beneath your skin as you nervously attempt to snatch up an item or outbid the previous buyer. All these factors make the shopping experience on Telegram much more exciting than having to scroll endlessly on a listing app.
“People can’t seem to resist long queues and always want to be the first to acquire certain items,” Kalynskye notes. “Similarly, the exclusivity that these Telegram shops bring reflects the kiasu nature of Singaporeans.”
The downsides of Telegram shops
Despite the perks of operating and patronising these Telegram channels, the messaging app faces its own set of challenges. For instance, it lacks buyer and seller protections that other e-commerce platforms provide. Transactions are purely based on trust.
“When it comes to safety, eBay and Carousell are honestly more ideal as there are in-app security functions to prevent scams,” Rey comments. Payments for items purchased on Telegram are often made via PayNow or PayLah, with no built-in escrow system. There is no one to monitor the sellers if they were to send out defective goods or delay mailing out the items. Worse still, they might even go MIA after receiving payment.
Aileen also admits that although Telegram is more convenient for the most part, other platforms are sometimes more helpful. “The order process can be tedious on Telegram. After confirming a purchase, the seller has to manually collect customer details and handle shipping.”
The rising popularity of Telegram shops
Regardless of its shortcomings, the Telegram marketplace continues to grow. Buyers and sellers thrive on the platform’s fast-paced nature, curation, convenience, community, and affordability—factors that traditional e-commerce platforms struggle to replicate. Telegram shops will continue to emerge as more Gen Z consumers prioritise personalised shopping experiences and more casual entrepreneurs cash in on their interests.
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